ITV

Tag: Navratna Oil

  • Publicis Media Bags Creative Mandate of Emami’s Navratna

    Publicis Media Bags Creative Mandate of Emami’s Navratna

    MUMBAI: After following a multi-agency pitch, Publicis India has bagged the creative mandate of Emami’s Navratna one of the premium brands of oil. Publicis India will be responsible for the brand, including advertising plans, developing strategic direction and creating digital ideas. The services will be executed from the agency’s New Delhi office.

    According to Emami Limited director Harsha V Agarwal, “We are happy to be partnered with Publicis India. They bring onboard their insights on brand-building gathered over years of experience in marketing communication, which would be of much value.”

    Publicis India MD Srija Chatterjee said, “Emami is a leading name in the FMCG space and we are delighted that our communication idea found resonance with what Emami has in mind for its brand Navratna for the Indian market. Despite Navratna being a familiar name with the masses, they have high expectations in terms of where they aspire to be in a few months from now. We are confident they will achieve this dream in the quickest and best way possible.”

    Emami’s Navratna Oil is the clear leader in its category, providing numerous benefits to its ever-growing consumer base. Ayurvedic Hair Oil provides relief from daily mental and physical stress. It not only provides therapeutic solutions to specific head and body-related ailments, but offers beauty and nourishment benefits to the users as well.

    Publicis Worldwide, India is part of Publicis Communications in India and operates in Mumbai, Delhi (NCR) and Bangalore. The agency has won Indian and international award including Cannes Lions, Clio, One Show, D&AD, Spikes Asia, Effies, and Abbys.

    The agency works for clients including Nestle, Nerolac, Skoda, Garnier, Citibank, Zee, Heineken, HDFC Mutual Funds, Balaji Wafers and many others.

  • Big B sings acapella style for Navratna

    Big B sings acapella style for Navratna

    MUMBAI: Navratna Oil, the ayurvedic therapeutic cool oil brand from the house of Emami has launched Amitabh Bachchan in a never seen avatar of an ‘acapella’ singer.

    In a brand new music video, Big B can be seen crooning to the iconic song ‘Sar jo tera chakraye’ from the film Pyaasa in an acapella style. Big B lent his baritone voice for this experimentation for the very first time in his entire illustrious career and has once again rewarded his fans with something to rejoice for.

    Acapella is group or solo singing in choral style which is without instrumental accompaniment, where the background music is usually created by beats made by the human mouth, usually one linking to the other one, like hitting the floor, then the desk, then the wall to make a beat that goes together, while actually singing the song. Meaning “in chapel style” in Italian, acapella originated from religious music composed for use in chapels which, unlike large churches, had no organs to accompany the song.

    Created by Leo Burnett Orchard and directed by Nitesh Tiwari of Dangal fame, the Navratna Acapella number sung by Big B has been digitally released on YouTube.

    Emami director Harsha V Agarwal says, “The song and its portrayal of a barber offering relaxing champi has a very natural correlation with our brand Navratna which when applied for a head massage also offers instant relaxation from stress, tension, headaches and sleeplessness. It is almost as if the song had been written for Navratna only!”

    Incidentally, the same song in a winning combination of Navratna and Bachchan as ‘Rahaat Raja’ created quite a stir last year in a TVC.

    Tiwari adds, “The music format of acapella is growing in popularity among the young music lovers of today. We found that the rhythm of acapella style of singing has a very direct correlation with the rhythmic sounds and actions created by barbers while giving relaxing champis to their clients. Amitabh Bachchan, the brand ambassador, also got instantly enthusiastic on learning about this idea and promptly agreed to lend his voice to this experimentation. It has been a wonderful experience for all of us and we have released the music digitally to connect better with today’s consumers who are digitally active and also love Bollywood music.”

    The Navratna portfolio consists of Navratna Oil, Navratna Xtra Thanda Oil, Navratna Almond Cool Oil and Navratna Cool Talc.

  • Q1-2016: Emami spends Rs 142.06 crore towards marketing

    Q1-2016: Emami spends Rs 142.06 crore towards marketing

    BENGALURU: Emami Limited spent 38.1 per cent more towards Advertisement and Sales Promotion (ASP, marketing) in Q1-2016 (quarter ended 30 June, 2015) at Rs 142.06 crore (24.1 per cent of Total Income from Operations or TIO) as compared to the Rs 102.84 crore (21.3 per cent of TIO) in the corresponding quarter of the previous year. Emami’s Q1-2016 ASP was 72.3 per cent more than the Rs 82.47 crore (14.9 per cent of TIO) in the immediate trailing quarter (Q4-2015).

    Note: 100,00,000 = 100 lakh = 10 million = 1 crore

    Among the brands in Emami’s portfolio are Zandu, Zandu Balm, Himani Navratna, BoroPlus, Fair and Handsome, Emami Vasocare, Emami Mentho Plus, Himani Fast Relief, Zandu Sona ChandiChyawnprash Plus, Zandu Kesari Jivan,etc. 

    Emami director Mohan Goenka said, “The first quarter of 2015 has been challenging with subdued economic environment and unfavourable weather, which is expected to continue. Notwithstanding such hurdles, Emami has ensured a good performance to deliver a profitable growth during the quarter. Strong performance by all our power brands in key categories coupled with growth in International business has helped us to register a 22.4 per cent top line growth.”

    Please refer to Fig A below for ASP during the 17 quarter period starting Q1-2012 until the current quarter. ASP in Q1-2016 has been the highest by the company in terms of absolute rupees and in terms percentage of TIO at Rs 142.06 crore and 24.1 per cent. Historically, as is evident from the figure below, Emami’s ASP has been the highest in Q3 of a financial year (the festival season in India) and the next highest in Q1, with the company spends the lowest towards marketing in Q4.

    During the 17 quarter period under consideration in this report, Emami has spent the lowest towards ASP in terms of absolute rupees and percentage of TIO in Q4-2012 at RS 36.60 crore and 9.2 per cent of TIO. The broken blue and maroon trend lines indicate that the company’s ASP shows a linear increasing trend in terms of absolute rupees and percentage of TIO.

    Also historically, Q3 of a financial year has been the best quarter for Emami in terms of TIO and PAT, which peaked in Q3. The next best quarter has been the fourth quarter of a financial year before sales and profits dip to the lowest in a year in Q1 (the summer and the beginning of the educational holiday season in India) followed by a rise in Q2. Please refer to Fig B below.
    In Q1-2016, Emami reported TIO of Rs 589.87 crore, which was 22.4 per cent more than the Rs 481.73 crore in Q1-2015 and was 6.5 per cent more than the Rs 553.66 crore in Q4-2015..
    During the 17 quarter period under consideration, Emami TIO was highest in Q3-2015 at Rs 692.26 crore and lowest in Q1-2012 at Rs 299.91 crore. The broken brown trend line shows that the company’s TIO is increasing linearly.
    PAT in Q1-2016 at Rs 87.75 crore (14.9 per cent of TIO) was 23.9 per cent more than the Rs 70.80 crore (14.7 per cent of TIO) in Q1-2015 but was 36.6 per cent lower than the Rs 138.33 crore (25 percent of TIO) in Q4-2015.

    Company Speak
    Domestic business in the first quarter grew steadily to achieve a healthy topline growth of 23.4 per cent. Despite prevailing macro-economic challenges and not very favourable weather, both the consumer care and the health care segments have performed considerably well.
    New brands such as Fair and Handsome Instant Fairness Facewash, Emami 7 Oils in One, Zandu Balm Ultra Power and ‘HE’ Deodorant continue to contribute to the growth during the first quarter.
    The quarter also witnessed the launch of a brand extension – Zandu Gel Balm Junior, the first ever gel based balm for kids in the country. The company also scaled up its spend on both advertisement and brand building during the quarter. Despite the high increase in ad spends, the company’s EBIDTA during the quarter rose by 32.9 per cent, bettering industry average.
    Aggressive marketing campaigns, both ATL and BTL delivered rich dividends in terms of growth of most of Emami’s Power Brands. Navratna Oil, Navratna Cool Talcum Powder, Zandu Balm, MenthoPlus Balm, Fair & Handsome and Zandu HCD Range grew in healthy double digits and enhanced their respective market shares.
    With increased emphasis, improved visibility and focused execution, the Modern Trade business and Direct Rural business continued to grow at a steady pace.
    Emami director Harsha V Agarwal said, “Prudent approach, efficient cost management and robust business model have helped us to meet the challenging environment to remain competitive and profitable. For the long term, we will continue to focus on cost efficiencies and invest in R&D and brands to further grow our market share. As part of our aggressive growth strategy, we acquired the Kesh King business during the first quarter FY-2016 and forayed into the Ayurvedic Hair & Scalp care segment. The Kesh King business is being integrated with Emami’s existing business and it has already started contributing to the growth. We plan to make Kesh King a pan-India brand soon.”
    Emami acquired hair and scalp care business under the ‘Kesh King’ and allied brands for Rs 1684 crores. The company raised around Rs 950 crore debt to partially fund the acquisition. The balance was funded by internal accrual.

  • Emami ties up with Dhanush starrer ‘3’

    Emami ties up with Dhanush starrer ‘3’

    MUMBAI: FMCG company Emami has tied up with the movie ‘3‘ for in-film promotion of their brand Himani Navratna Oil. This movie is south Indian actor Rajnikant‘s daughter Aishwarya Dhanush‘s directorial debut and stars actor-singer Dhanush and Shruti Hassan in the lead roles.

    The movie is slated for release in April 2012.

    Emami aims to connect with consumers with the proposition of ‘cool‘, keeping in mind the success Kolaveri Di has had with the youth. Himani Navratna oil currently goes with the tagline of”thanda thanda cool cool”.

    Emami‘s Krishna Mohan said,”Emami has for the first time tied up with a Tamil movie ‘3‘ for an in-film promotion of the brand Himani Navratna. We are hopeful that the in-film tie up will help in giving that extra mileage to the product. Our previous experiences with film stars in sensitizing Emami products have proved worthy.”

    The original movie version of the song”Why this Kolaveri Di” has been recently filmed in a set made to replicate the crowded shopping street of Chennai Marina beach. The song‘s visuals show Dhanush‘s heartbreak for Hassan and Navratna Oil being positioned as a stress reliever.

    Apart from this tie up, Navratna is endorsed by celebrities like Amitabh Bachchan, Shah Rukh Khan, Suriya, Jr NTR, Chiranjeevi and Mahesh Babu to name a few. Along with a presence in print, electronic media and radio, the brand is also promoted heavily through consumer engagement programs.

    In the past too, Emami has used in-film placement of a brand with ‘Agar Tum Na Hote‘, in which Rajesh Khanna, playing the role of Emami‘s owner, hires Raj Babbar to photograph Rekha.